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Global Media AIDS Initiative : Participating Media Companies

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Global Media AIDS Initiative : Participating Media Companies United Nations Headquarters 15 January 2004 PARTICIPATING MEDIA COMPANIES The BBC World Service has taken an ambitious approach to addressing HIV/AIDS. It has tapped the powerful reach of the World Service airwaves to bring HIV/AIDS issues to more than 150 million weekly listeners. It has also drawn on the capacity of its media-and-development NGO, the BBC World Service Trust, to deliver hard-hitting prevention campaigns in some of the most HIV/AIDS-affected countries in the world. BBC World Service In December 2003, the BBC World Service launched its most ambitious global season of programmes ever to tackle the subject of HIV/AIDS. It was the biggest ever co-ordinated event the World Service has broadcast, and involved two weeks of dedicated programmes on all 43 language services producing hundreds of hours of special output including news reports, debates, documentaries, cultural programming and a special interactive website. Dr Richard Feachem, Head of the Global Fund described the season as: “The biggest, boldest and most impactful broadcasting response to the global challenge to AIDS yet mounted, which has brought huge credit to the BBC around the world.” In addition, the BBC World Service is running educational ‘spots’ , which promote responsible sexual behaviour, three times a day on its eight language services to Africa and the Caribbean, through a BBC World Service Trust and Kaiser Family Foundation partnership. BBC World Service Trust The BBC World Service Trust is the charitable arm of the World Service and as an independent NGO aims to reduce poverty in developing countries through the innovative use and reach of the media. It is currently managing two of the world’s largest mass-media campaigns on HIV/AIDS, in India and Cambodia. Its India campaign, now in its third year of operation, aims to promote behavioural change in regard to prevention and stigmatisation of people living with HIV/AIDS. The project has reached more than 125 million people with an award-winning TV detective-drama series, Jasoos Vijay. Impact evaluation shows a major impact on behavioural change, with 54% of respondents reporting actions, or intended actions, to improve their sexual health. These steps included discussing condoms for protection against STIs, including HIV-AIDS (35%), using condoms (25%) and seeing a doctor about STI symptoms (15%). Other campaign programmes include TV spots and an innovative TV youth “reality” show, which recently won a Commonwealth Broadcasting Award. The campaign is carried out in partnership with India’s national broadcaster, Doordarshan, and India’s National AIDS Commission (NACO), and is funded by the UK’s Department for International Development (DFID). In addition, the BBC World Service Trust is running a major HIV/AIDS prevention campaign in Cambodia in early 2004. The campaign will include a TV drama, TV spots, radio phone-in shows, and radio spots, and will provide two years of intensive broadcasting on Cambodia’s major TV and radio channels. The campaign will promote an integrated range of messages, including HIV/AIDS prevention, health-seeking behaviour, and maternal and child health issues. It is funded by DFID and is carried out in partnership with Cambodia’s Ministry of Health. Future Commitments The BBC World Service Trust is currently in the feasibility phase of large-scale HIV/AIDS behavioural change campaigns in eight countries in Africa: Angola, Ethiopia, Ghana, Kenya, Malawi, Nigeria, Tanzania and Uganda. The purpose of this phase, which has been funded by DFID, is to develop campaign proposals, based on a wide range of information, including an assessment of existing HIV/AIDS media interventions and the willingness of governments and broadcasters to work in partnership with the World Service Trust. Since both the HIV epidemic and knowledge, attitudes and practices of populations vary enormously between the eight countries, campaign outputs are being tailored-made for each country in order to ensure appropriateness and success. Once complete the project proposals will be submitted to a variety of donors for consideration. It is anticipated that work will begin in a number of the eight countries later in 2004. Since 1998, the Kaiser Family Foundation and BET: Black Entertainment Television have partnered on Rap It Up, an extensive public education campaign to inform young people about sexual health issues, including HIV/AIDS and other sexually transmitted diseases (STDs). The partnership includes special programming, public service advertisements (PSAs), online content on bet.com, and a toll-free resource and referral hotline. In 2001, the campaign added a grassroots initiative to complement on-air and online components. Program elements include teen forums, mobile HIV testing events, and a middle and high school curriculum on HIV/AIDS. The campaign has been nominated for an Emmy for Best National Public Service Announcement twice in 2002 and 2001, and has received numerous other awards, including the 2002 Cable Positive POP Award for Outstanding Newsmagazine Series, the 2002 CTPAA Joel Berger Award, the 2002 NAACP Image Award, the 2002 Academy of Television Arts & Science TV Cares "Ribbon of Hope" Award, and the 2002 NBACA Community Service Award. BET, a subsidiary of Viacom, Inc. (NYSE: VIA and VIA.B), is the nation's leading television network providing quality entertainment, music, news and public affairs programming for the African-American audience. The BET Network reaches more than 78 million households according to Nielsen media research, and can be seen in the United States, Canada and the Caribbean. BET is a dominant consumer brand in the urban marketplace with a diverse group of branded businesses: BET.com, the Number 1. Internet portal for African Americans; BET Digital Networks - BET Jazz, BET Gospel and BET Hip Hop, attractive alternatives for cutting- edge entertainment tastes; BET Event Productions, specializing in a full range of event production services, including event management, venue selection, talent recruitment, sound, lighting and stage production; and BET Books, the nation's leading publisher of African- American themed romance novels under the Arabesque Books label, and publisher of new imprints Sepia and New Spirit. SPECIAL PROGRAMMING: Since the launch of the campaign, six years ago BET and the Foundation have teamed up to produce 17 longer-form specials covering issues ranging from sexual identity to HIV testing to relationships. Among them: the annual 106 & Park World AIDS Day Special, which brings two of BET’s top talent together with young people living with HIV and sexual health experts for a live show talking about the epidemic’s impact on African Americans; Open Mic, a new format developed by the network for youth that and we have used to discuss HIV testing and communication; and, The Naked Truth, an award-winning series of documentaries that have focused on issues like women’s sexual health and men living on the “Down Low”. Based on audience tracking data, it is estimated that collectively the shows – which typically are re-broadcast multiple times -- have attracted more than 7.2 million viewers. PUBLIC SERVICE ADVERTISEMENTS (PSAS): Each year, the Foundation and BET develop a set of new PSAs to reach BET viewers with sexual health information. These messages seek to raise awareness about the risk of HIV and encourage those who are sexually active to practice safer sex or be tested. Among the more than 18 spots that have been produced to date, Joel Schumacher, the acclaimed movie director, has guest produced several PSAs for the campaign, including a series on HIV testing, which air jointly with MTV. FREE SEXUAL HEALTH RESOURCES. The campaign offers a dedicated toll-free hotline (1-866- RAP IT UP) and website (www.rap-it-up.com) for viewers seeking additional information. Through these services, viewers can receive a free informational guide, It’s Your (Sex) Life: Your Guide To Safe & Responsible Sex, or be connected with counselors at the CDC’s HIV/STD hotlines or a local Planned Parenthood. All PSAs and programming produced under the campaign are tagged with the hotline and/or website. To date, close to 800,000 people have called the hotline and many more have visited the website to learn more. COMMUNITY OUTREACH: In 2001, the campaign launched a grassroots initiative to complement the on-air and online components of Rap It Up. Program elements include teen forums, mobile HIV testing events, and a middle and high school curriculum on HIV/AIDS. “CHOICES”: BET talent host teen forums that educate young people about HIV/AIDS and improve decision-making skills. BET staff coordinates with the local public health departments, community based organizations (CBOs), AIDS service organizations (ASOs) and local radio stations to develop a panel of experts customized to fit the needs of each market. Rap It Up On WHEELS: BET visits urban areas with high HIV/AIDS prevalence and partners with the public health departments to conduct on-site HIV testing and distribute educational materials. The tour piggybacks on the nation’s largest African-American community events, including the National Black College Tour, NAACP National Convention, Harlem Health Fair, Unity Day in Philadelphia and the Kings Dominion Hip Hop Concert in Richmond, VA. Rap It Up HIV/AIDS CURRICULUM: The curriculum incorporates the BET / Kaiser Family Foundation documentary series “The Naked Truth” and provides lesson plans, discussion guides and other resources. The curriculum is available for free to middle and high school teachers and is available on-line or through the mail. Future Commitments Rap It Up, BET’s award-winning public education partnership with the Kaiser Family Foundation, will continue in 2004 for a record seventh year. The campaign will continue to reach young African Americans through a multi-faceted approach that combines on-air components – including public service messages as well as longer-form specials – with community activities and extensive free resources through the campaign’s dedicated toll-free hotline and website.
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